Nathalie Kelley Instagram – Today @cuyana is launching the world’s first true zero-impact collection—Made With Air. If this achievement sounds surreal to you, that’s because it is. Cuyana launched an April Fools campaign to highlight the perils of false advertising. In the next four weeks, Earth month, and for as long as “sustainability” is a key trend, you will be inundated with false or embellished environmental marketing, aka “greenwashing”. Cuyana wants you to be wary of these faulty claims, as do we. Remember, if it’s too good to be true, it probably is. There is far too much work to be done to also combat one another on our authenticity. We invite you instead to help us shift the conversation from “sustainability” to impact reduction. Let’s applaud progress and make better consumer choices. After all, sustainability is a journey, not a destination.